Question 1

A producer that is selling all its products under one brand name is using a ______ brand.

Accepted Answer

A)  a family 
B)  a generic 
C)  a licensed 
D)  a national 
E)  an individual 
A)  a family 
B)  a generic 
C)  a licensed 
D)  a national 
E)  an individual

Question 2

The Garland Advertising Agency provides promotional assistance to small and medium-sized firms that cannot afford to pay the fees charged by large national advertising agencies.Garland would fall into which of the following business product classes?

Accepted Answer

A)  Components 
B)  Installations 
C)  Professional services 
D)  Raw materials 
E)  Supplies 
A)  Components 
B)  Installations 
C)  Professional services 
D)  Raw materials 
E)  Supplies

Question 3

______ are a boom-or-bust business.

Accepted Answer

A)  Accessories 
B)  Professional services 
C)  Installations 
D)  Specialty 
E)  Supplies 
A)  Accessories 
B)  Professional services 
C)  Installations 
D)  Specialty 
E)  Supplies

Question 4

Packaging

Accepted Answer

A)  objectives should focus primarily on promoting the product at the point of purchase. 
B)  is important to manufacturers, but not retailers. 
C)  decisions should be based on what package will result in the lowest possible cost to the consumer. 
D)  almost always increases costs. 
E)  None of these alternatives is true. 
A)  objectives should focus primarily on promoting the product at the point of purchase. 
B)  is important to manufacturers, but not retailers. 
C)  decisions should be based on what package will result in the lowest possible cost to the consumer. 
D)  almost always increases costs. 
E)  None of these alternatives is true.

Question 5

Consumer products that a customer really wants and is willing to make a special effort to shop for and compare different possibilities are specialty products.

Accepted Answer

A) True 
 B)False

Question 6

______ means potential customers won't buy a brand-unless its current image is changed.

Accepted Answer

A)  Brand preference 
B)  Brand rejection 
C)  Brand insistence 
D)  Brand recognition 
E)  Brand nonrecognition 
A)  Brand preference 
B)  Brand rejection 
C)  Brand insistence 
D)  Brand recognition 
E)  Brand nonrecognition

Question 7

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ______ that brand name.

Accepted Answer

A)  mistrust 
B)  demand 
C)  trust 
D)  tolerate 
E)  dislike 
A)  mistrust 
B)  demand 
C)  trust 
D)  tolerate 
E)  dislike

Question 8

Products which have no brand other than the identification of their contents are called

Accepted Answer

A)  generic products. 
B)  local brands. 
C)  regional brands. 
D)  licensed products. 
E)  dealer brands. 
A)  generic products. 
B)  local brands. 
C)  regional brands. 
D)  licensed products. 
E)  dealer brands.

Question 9

Coke's logo greeting a consumer when they open the refrigerator and see the can is an example of enhancing the product.

Accepted Answer

A) True 
 B)False

Question 10

The text's business product classes are based on:

Accepted Answer

A)  how buyers think about products and how they will be used. 
B)  how consumers think about and shop for products. 
C)  a buyer's price sensitivity. 
D)  a buyer's willingness to search. 
E)  none of these alternatives is a good answer. 
A)  how buyers think about products and how they will be used. 
B)  how consumers think about and shop for products. 
C)  a buyer's price sensitivity. 
D)  a buyer's willingness to search. 
E)  none of these alternatives is a good answer.

Question 11

Customers will pay a premium if a brand consistently delivers on a promise.

Accepted Answer

A) True 
 B)False

Question 12

Shopping products that a customer sees as basically the same and wants at the lowest price are homogeneous shopping products.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements about the Lanham Act is TRUE?

Accepted Answer

A)  It spells out what kinds of brand names can be protected. 
B)  Registration under the Lanham Act only applies to licensed brands. 
C)  The Lanham Act makes registration of a brand name mandatory. 
D)  Registering under the Lanham Act does not help protect a trademark to be used in foreign markets. 
E)  All of these statements about the Lanham Act are TRUE. 
A)  It spells out what kinds of brand names can be protected. 
B)  Registration under the Lanham Act only applies to licensed brands. 
C)  The Lanham Act makes registration of a brand name mandatory. 
D)  Registering under the Lanham Act does not help protect a trademark to be used in foreign markets. 
E)  All of these statements about the Lanham Act are TRUE.

Question 14

The "battle of the brands" hurts consumers by driving up prices.

Accepted Answer

A) True 
 B)False

Question 15

Nike,Inc.markets several types of athletic shoes,along with clothing and fitness equipment.In other words,Nike has

Accepted Answer

A)  product components. 
B)  a battle of the brands. 
C)  no product assortment. 
D)  many product classes. 
E)  several product lines. 
A)  product components. 
B)  a battle of the brands. 
C)  no product assortment. 
D)  many product classes. 
E)  several product lines.

Question 16

Ukrop's Supermarkets places the Ukrop's brand on a wide variety of products that are only available in Ukrop's stores.The Ukrop's brand is referred to as a(n):

Accepted Answer

A)  Global brand. 
B)  Manufacturer brand. 
C)  National brand. 
D)  Private brand. 
E)  Producer brand. 
A)  Global brand. 
B)  Manufacturer brand. 
C)  National brand. 
D)  Private brand. 
E)  Producer brand.

Question 17

"MRO items" are:

Accepted Answer

A)  supplies. 
B)  natural products. 
C)  modified rebuy orders. 
D)  accessory equipment. 
E)  component parts and materials. 
A)  supplies. 
B)  natural products. 
C)  modified rebuy orders. 
D)  accessory equipment. 
E)  component parts and materials.

Question 18

Expense items are depreciated over many years,while capital items are charged off as they are used-usually in the year of purchase.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT one of the consumer product classes discussed in the text?

Accepted Answer

A)  Unsought products 
B)  Imitation products 
C)  Shopping products 
D)  Convenience products 
E)  Specialty products 
A)  Unsought products 
B)  Imitation products 
C)  Shopping products 
D)  Convenience products 
E)  Specialty products

Question 20

Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?

Accepted Answer

A)  Makes the product easier or safer to use 
B)  Makes a product convenient to store 
C)  Prevents spoiling or damage 
D)  Makes products easier to identify 
E)  Promotes the brand at the point of purchase 
A)  Makes the product easier or safer to use 
B)  Makes a product convenient to store 
C)  Prevents spoiling or damage 
D)  Makes products easier to identify 
E)  Promotes the brand at the point of purchase

Exam 10: Elements of Product Planning for Goods and Services

A producer that is selling all its products under one brand name is using a ______ brand.

The Garland Advertising Agency provides promotional assistance to small and medium-sized firms that cannot afford to pay the fees charged by large national advertising agencies.Garland would fall into which of the following business product classes?

______ are a boom-or-bust business.

Packaging

Consumer products that a customer really wants and is willing to make a special effort to shop for and compare different possibilities are specialty products.

______ means potential customers won't buy a brand-unless its current image is changed.

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ______ that brand name.

Products which have no brand other than the identification of their contents are called

Coke's logo greeting a consumer when they open the refrigerator and see the can is an example of enhancing the product.

The text's business product classes are based on:

Customers will pay a premium if a brand consistently delivers on a promise.

Shopping products that a customer sees as basically the same and wants at the lowest price are homogeneous shopping products.

Which of the following statements about the Lanham Act is TRUE?

The "battle of the brands" hurts consumers by driving up prices.

Nike,Inc.markets several types of athletic shoes,along with clothing and fitness equipment.In other words,Nike has

Ukrop's Supermarkets places the Ukrop's brand on a wide variety of products that are only available in Ukrop's stores.The Ukrop's brand is referred to as a(n):

"MRO items" are:

Expense items are depreciated over many years,while capital items are charged off as they are used-usually in the year of purchase.

Which of the following is NOT one of the consumer product classes discussed in the text?

Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters